Everyone knows it’s the taking part, not the winning that
But last year’s PR Week Award winners agree nothing can beat the moment
when they climbed on stage to collect their gong.
And it doesn’t stop there. As our winners testify, as well as giving
team members a boost, a PR Week Award can lead to increased profile
within the industry, attracting both potential recruits and new
So what is the best way to win an award? The good news is that there are
categories covering every aspect of public relations and public affairs,
giving everyone a chance to enter.
The bad news is, of course, entrants are up against stiff
Last year, the awards attracted over 600 entries.
One of the best ways to ensure your place on the shortlist is to imagine
you are a judge. Ask yourself: does my entry fit the category criteria;
have I made the best possible submission; and does it show a winning
combination of creativity and effectiveness? Remember that judges will
be more impressed by a cost-effective and innovative campaign, than one
which is chiefly remarkable for having a spectacular budget.
In keeping with PR Week’s continuing commitment to research and
evaluation, a new category has been added this year - The Proof Award.
This award will go to the campaign, project or programme that shows the
most effective use of research and evaluation in both setting its aim
and measuring its success.
Finally, remember to read the form carefully and stick to the rules.
There is no point submitting four pages, when only two are required, or
failing to supply information requested in the entry rules. It is a
waste of time and of an entry fee because entrants who do not follow the
rules will be automatically excluded.
Most fundamental of all, don’t forget to enter. There’s nothing more
galling than watching someone else pick up a trophy you think you could
have won. But one thing is for certain, you’ll never win if you don’t
give yourself the chance.
The closing date for all entries is Friday 17 July. The awards dinner,
which last year attracted over 1,200 guests, will be held at the
Grosvenor House Hotel on Tuesday 27 October.
For entry forms and further information, call Helen Thomas at Haymarket
Events on 0171 413 4391.
HOW THE JUDGING WORKS
Who are the judges?
Around half of the judging panel, which last year stood at 24, will be
PR professionals working in in-house departments and PR
The remainder will be drawn from media, marketing, City and political
backgrounds. The full list of judges will be made available after the
close of entries.
How does the judging work?
It takes place over two days. Each day the judges will be divided into
groups, and each group will consider a selection of categories. On the
basis of marks alloted by all the judges individually, a maximum of five
entries from each category will be chosen to go through to the final on
the second day of judging. Winners and commendations will be decided
from these finalists, based on their combined scores in rounds one and
two. Each judge’s marks are kept confidential so that the identities of
the winners are not known until the awards night.
What are the judges looking for?
In a nutshell, all entries must show evidence of creativity,
originality, cost-effectiveness, relation to objective and outcome.
Added to this, winners will all bring something extra with them, a
unique or innovative approach.
Given the increased importance research and evaluation is now playing in
PR, winning entries will all need to demonstrate the success of the work
with concrete results.
WHAT IT MEANS TO WIN
Caroline Ashe, director
Countrywide Porter Novelli Healthcare
Best Healthcare Campaign 1997
’We don’t just enter awards for the glory of winning, it is actually a
very good way of demonstrating our effectiveness. The fact that we won
with the ’Sex and Depression’ campaign illustrates one of our great
strengths - to take quite complex sensitive health subjects out to the
mass media market in a way that delivers measurable results.’
Amanda Barry, managing director,
Amanda Barry Communications,
Best Small Consultancy 1997
’Winning the Best Small Consultancy award has boosted our business in
many ways, from giving our existing team the ultimate recognition for
their work, to attracting new top quality people to the consultancy.
We’ve also been invited on to pitch lists that we wouldn’t have been
considered for before and there can be no better result that that.’
Paul Barber, group corporate affairs director, Inchcape,
In-House Department of the Year 1997
’We were very pleased to win and saw it as recognition for all our hard
work during a very difficult period for the company in general. Winning
the award had a motivational effect on the team; it was very good for
the company’s reputation and the individuals who are part of that
Lara Bayley, managing director,
Scribe Marketing and Communications
Young Achiever 1997
’Perhaps the best thing of all for me was the judge’s quote about our
approach signalling the age of the over-hyped, over-sold PR offer to
business being well and truly over. It summed up exactly what we are all
about and as a new company it was excellent to have industry recognition
of that. ’
Lesley Brend, managing director,
The Red Consultancy
Best Technology Campaign 1997
’Winning a PR Week Award is like getting straight As on your school
report. It’s knowing you’ve excelled in every single aspect of the
campaign - not just bits of it. We knew with MSN Street we had award
winning concept, but it’s a long journey from concept to results. Along
the way, we squeezed every possible benefit out of the campaign for the
client - and then measured those benefits against objectives.’